Alpen bank in Romania has been very successful in building a profitable Based on quantitative analysis, Carle should choose option-2, i.e., launch credit card. Alpen Bank: Launching the Credit Card in Romania Written Analysis of Case Presented to: Miss Tania Hassan Presented by: * Case Overview: Alpen bank has. As per the Case ‘Alpen Bank: Launching Credit Card in Romania”, the following explains strategy on Segment, Target, and Position. This Analysis also has.

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Kasturi, and Sunru Yong. Under Yarnold’s leadership the organization went through two strategic plans — and — and brought about many changes. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. How should the new card be positioned, particularly given its current upscale customer base? What do we need to do to improve our ability to measure social and environmental impact in financial terms?

Technology and Operations Management. How do we develop a framework to measure the financial cost and benefits of social and environmental externalities?

How would the credit card opportunity compare to focusing on the core business of banking services for the affluent? If you contact us after hours, we’ll get back to you in 24 hours or less. They sign up merchants for card acceptance and provide the support that merchants require to process card transactions: Middle class were growing but very slow, less than half of the population were urban.


Carle knew that building a customer base would require a direct marketing plan with a multi-prong effort, each with its advantages and drawbacks: Miss Tania Hassan Presented by: Several country managers in the Asia-Pacific region had chosen to waive the joining fee entirely when launching their credit card business, but Carle believe that the premium image of Alpen Bank in Romania would allow for joining and annual fees without significantly hurting customer acquisition and retention.

Auth with social network: Feedback Privacy Policy Feedback. Accessed December 31, Inthe country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business.

How to Write a Summary of an Article? Alpen bank existing customer were affluent customers. Through that we determine the Potential card holder.

Launching the Credit Card in Romania.

Alpen Bank: Launching Credit Card in Romania Essay

Consumer credit ; international business ; international marketing ; marketing strategy ; Product positioning ; Product introduction ; service management ; International Finance ; Product Positioning ; Marketing Strategy launchiing Service Operations ; Product Launch ; Credit.

The country head, Mr. As per Table B and other Administrative costs details, Alpen should focus on marketing using Direct Sales, Branch Cross-Sell, and Direct Mail to selected affluent prospects so that Alpen can reach only their current Affluent customers and other selected Affluent non-customer Residents to keep the acquisition costs low.


Kasturi Rangan and Sunru Yong Keywords: Over all, Alpen bank wants to see its customers happy. We will write a custom essay sample on Alpen Bank: Kasturi Rangan and Sunru Iin.

WEC – Alpen Bank : Launching the Credit Card by bhupendra kunwar on Prezi

Leave your email and we will send you an example after 24 hours Published by Ariel McCoy Modified llaunching 2 years ago. A limited time offer! However, because this was made available to the general public, many applicants would not qualify for bank credit. And Knowing launfhing Alpen Bank already built credibility and Brand among Affluent customer segments, the easy Target Segment would be Affluent and Most Affluent customers, with middle-class segment as a potential market in the future.

Business and Environment Business History Entrepreneurship.

So now we calculate the breakeven. Chapter 4 Money Management Managing Checking and Savings Accounts —Checking and savings accounts are the foundation of financial asset management —Cash.

They were the most attractive customers for credit card issuers. Launching Credit Card in Romania send By clicking “Send”, you agree slpen our terms of service and privacy policy.